Every Life Insurance Agent Needs a Unique Selling Proposition
If you think it is not important to have a Unique Selling Proposition, Thom Monahan, Owner of Domino’s Pizza would strongly disagree. Not only is it important but as you can clearly see in the case of Domino’s, an empire was born from it.
It seems commonplace now to have a pizza delivered in less than 30 minutes but it wasn’t at the time when Domino’s introduced the idea. Thom Monahan realized exactly what his customers wanted and he had the guts to provide it.
You see, to me there's nothing more important than for you, as a life insurance agent, to be able to answer the question that lingers in all consumer's minds:
"Why should I do business with you, above all other life insurance agents, and the other choices I have, including doing nothing, or whatever I am doing now?"
Think about it. Think about that question.
If I met you on an airplane or I was sitting next to you on a train going to work, and I said to you, "Hi! What do you do?"
What would your answer be? Can you tell me exactly what you do?
And can you tell me what you do in such a way that you would get my jaw to drop open and have nothing else to say except, "WOW! When can I come in for an appointment?"
Most Life Insurance Agents Don’t Even Have a Unique Selling Proposition
Most of our members that we speak to on the phone don’t even have a "Unique Selling Proposition. ” but those of you who do yours usually fall into the category of a "slogan."
A slogan is something that sounds good, but does not hit the raw emotional nerves we must touch with all of our marketing so that we can motivate our life insurance leads to take action.
When coming up with your Unique Selling Proposition, I want you to think about the various things you do for people. And remember, these services you offer must be thought of in terms of benefits.
See, talking about features of what you do, such as knowing about life insurance, annuities, mutual funds, or estate planning, or whatever, is totally uninteresting to the average person...because most people could care less about features.
How to Create an Irresistible Unique Selling Proposition
Now typically, everything you tell these potential clients sounds exactly the same as the next guy. And trite slogans, or canned power phrases are not going to get somebody to drop their jaw and say, "When can I come in and meet with you?"
Also, your USP is not supposed to be a sales pitch. It's not supposed to sound like you're selling somebody something. It's supposed to sound and create the impression that you have an offer that's irresistible and create a situation where the prospects feel very comfortable in speaking with you.
One of the USP's I have used to sell a ton of annuities is the following:
I show people how to earn more interest on their savings in one year than their bank has earned them in the past 5 years.
And… one of the USP's I've used to sell life insurance is:
I show people how to cut their insurance bills in half without losing any coverage.
These statements set you apart from your competition automatically because nobody else does this. It places the psychology of the relationship in people's minds that you are a true consultant, not a sales person!
From my point of view, a simple, straightforward explanation like that could generate more life insurance leads and new clients in a month than most agents get in a year!
I hope that gives you some idea and some structure and some things you can use for your own USP. Just be sure to drop the "our company has the best of everything” stuff.
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